Qatar Airways has introduced Sama, the world’s first digital cabin crew member powered by artificial intelligence (AI). Sama, who debuts as the airline’s digital ambassador on Instagram (@SamaOnTheMove), will share travel tips, personal stories from her layovers, and exclusive insights into some of the world’s most exciting destinations.
Who is Sama, and What Is Her Mission?
Sama reflects Qatar Airways’ commitment to combining technological innovation with an emotional connection to passengers. Created to engage with a digitally native audience, her content aims to inspire and connect by showcasing travel experiences.
“The introduction of Sama on Instagram is an extension of our vision to combine human connection with technological innovation,” said Mr. Babar Rahman, Senior Vice President of Marketing and Corporate Communications at Qatar Airways. “Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to meaningful experiences.”
How Does Sama Humanize the Travel Experience?
Sama offers a unique perspective on life as a cabin crew member. She shares personal stories, uncovers hidden gems in cities like Paris, and provides practical tips for navigating new destinations. Her content invites followers to explore diverse cultures, discover inspiring traditions, and see the world through her eyes.
What Kind of Content Does Sama Share on Instagram?
From travel recommendations to special moments during her layovers, Sama offers an authentic and close look at the experience of flying with Qatar Airways. She aims to connect with her audience in an innovative and human way, showcasing the airline’s network of over 170 destinations with a fresh, imaginative approach.
Facts and Statistics About Qatar Airways
Qatar Airways has been named “World’s Best Airline” eight times, an unprecedented achievement in the Skytrax World Airline Awards. The airline has also earned recognition for its business class, lounges, and as the best airline in the Middle East.
The airline was the first in the Middle East to achieve certification under the IATA Environmental Assessment (IEnvA) program and the first globally to be certified for the prevention of illegal wildlife trafficking in aviation.
Qatar Airways connects to over 170 destinations worldwide through its hub at Doha’s Hamad International Airport, which has been recognized as the “World’s Best Airport” by Skytrax multiple times. Known for its commitment to innovation, service quality, and sustainability, Qatar Airways has carried approximately 40 million passengers in the fiscal year 2023/2024, with revenues nearing 81 billion Qatari riyals.
With an operating profit of about 13.4 billion Qatari riyals in 2023/2024, Qatar Airways has shown strong financial recovery post-pandemic. The airline’s total assets surpassed 163 billion Qatari riyals in 2024, maintaining a solid financial position with positive growth prospects.
Qatar Airways also enjoys high service quality, scoring 4.4 out of 5 in customer evaluations. The airline has particular appeal among Generation Z and male travelers, with 75% of its users demonstrating loyalty to the brand.
